Objective: This research was conducted to explore the factors affecting commercial advertising in social networks.

Methods: The Delphi technique was operated to achieve the objectives of the research and the respondents were selected among the experts in the field of commercial advertising, companies, and advertising centers in the number of 10 people.

Results: Factors affecting commercial advertising in social networks include attracting customers based on their highest interest during the stages of advertising and sales, ease of sharing information and advertising on Instagram, creating user tribes based on specific subscriptions, raising the speed of information transfer from the seller to the buyer on social networks, employing digital marketing techniques, and responsibility in service delivery.

Conclusions: Paying attention to users' concerns, content creation based on the beliefs of the community, paying attention to ethical considerations in the course of content creation, and product advertising based on the requirements of customers in commercial advertising on social networks should be considered to achieve the trust of the audience for effective advertising.